TruTV tells, f'rinstance, Brian Steinberg of *Variety* <http://variety.com/2015/tv/news/trutv-tv-advertising-1201629697/> (link) they can cut at least national ad space to 10-11 minutes per hour, and ostensibly adjust rates to retain existing income... they're not breaking new ground here, as Viacom reportedly has broached the topic as well...
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